- QR codes on select Amazon shipping boxes create a portal to a sensory Taos experience
- QR code unlocks four unique musical moods inspired by Volkswagen’s newest addition to the SUV family
Volkswagen of America announced a new web-based augmented reality technology (WebAR) experience via select Amazon boxes, bringing a sensory experience of the new Taos SUV to the homes of online shoppers.
By scanning a QR code on the specially-designed boxes, users can experience a virtual drive on a 3D map and add unique sounds along the way. Four musical moods—Road Tripping, Rhythm Kicking, Smooth Gliding, and City Vibing—all with their own color, shift chords as users guide their Taos through various hotspots on the map. Loop by loop, the technology creates unique shareable drives. By recording these drives, customers are able to unlock three months of Amazon Music Unlimited at no added cost—with unlimited access to millions of podcast episodes and more than 75 million songs, ad-free, in the highest-quality streaming audio.
Over one million boxes will be shipped to Amazon customers across the country. Anyone can preview the experience here.
“Driving and music have always been a perfect pairing,” said Kimberley Gardiner, senior vice president, Volkswagen brand marketing. “This innovative, virtual introduction to our all-new Taos gives potential buyers a unique, music-driven way to experience another moment of joy from this SUV.”
The virtual Taos experience serves as a follow-up to the fall campaigns Drive and Road is Home, created in partnership with The Community, a creative agency for Volkswagen of America. The Amazon box experience brings the rhythm and style of these TV spots to life. Similar to the TV campaigns, the WebAR experience theme is about the joy of driving, and how it’s more than going from Point A to B.
“Our challenge was to evoke joy, creating a connection to the campaign work, through a different medium,” said Christopher Neff, Vice President of Innovation & Technology at the community. “We were inspired by the origins of the music box and added the visual spectacle of WebAR plus interactive music for a truly sensory experience.”
The 2022 Taos delivers Volkswagen’s signature driving dynamics and high quality in smarter, smaller packaging. To learn more about the Taos, visit https://www.vw.com/en/models/taos.html.
Volkswagen of America, Inc. is an operating unit of Volkswagen Group of America, which is a subsidiary of Volkswagen AG. Headquartered in Herndon, Virginia, Volkswagen Group of America’s operations in the United States include research and development, parts and vehicle processing, parts distribution centers, sales, marketing and service offices, financial service centers, and state-of-the-art assembly facility in Chattanooga, Tennessee. The Volkswagen Group is one of the world’s largest producers of passenger cars and Europe’s largest automaker. Volkswagen sells the Arteon, Atlas, Atlas Cross Sport, Golf GTI, Golf R, ID.4, Jetta, Jetta GLI, Passat, Taos, and Tiguan vehicles through more than 600 independent U.S. dealers. Visit Volkswagen online at www.vw.com or media.vw.com to learn more.
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